At first, his team of industrial designers imagined a wildly different-looking product that totally reimagined what an oven looked like. But eventually they realized that if they wanted the June oven to be considered as a viable alternative to the traditional oven, it had to look like an oven. They were already trying to disrupt a common, familiar action—cooking—so they didn’t need to complicate it even further by persuading customers to place mini spaceships in their kitchens. It’s easier to disrupt the norm by being familiar.
